Bangkok airport to bring in PR experts

Since launching in late September, the new airport has been beset by baggage-handling problems, which have led to flight delays.

"We have set up a strategic plan and processes for the branding of the new Suvarnabhumi Airport to create a good understanding of its readiness to our target audiences," said Rawewan Netrakavesna, vice-president of Airports of Thailand's public relations department.

"Both local and international media have little information about Suvarnabhumi Airport. Many stakeholders and influential groups have yet to have a clear understanding of the new airport."

Nimitz Modrakee, CEO, 124 Communications, said: "The main challenge for us, in the short term, is to build up a positive awareness of Suvarnabhumi Airport.

"We will also gauge and resolve any public relations problems that may crop up during the first few months of the opening of the new airport - a normal occurrence that all new airports face."

124 has a five-year contract to provide counseling, planning, and execution of PR and marketing for Airports of Thailand. Spa Advertising has been earmarked to provide creative ATL support.

Initially, a short documentary is being televised on all free-to-air television channels and will also appear on CNBC. Print advertisements have been inserted in business magazines such as The Economist and Newsweek, while various BTL activities are being initiated by 124 Communications.